The grocery sector is undergoing a profound transformation. As digital channels rapidly expand and third-party cookies disappear, grocers are uniquely positioned to capitalize on one of the most significant new revenue opportunities in retail: retail media networks (RMNs). By leveraging their rich first-party data, grocers can build and monetize RMNs, creating high-margin, incremental revenue streams while delivering more relevant, engaging experiences for shoppers and CPG partners alike.
Grocery retail has always operated on razor-thin margins, with high-frequency, low-value transactions and complex, perishable inventory. The acceleration of online grocery, click-and-collect, and omnichannel fulfillment has only intensified the need for new profit levers. Retail media networks offer a compelling solution:
A successful RMN starts with a robust, unified customer data platform (CDP). This platform should aggregate and harmonize data from all touchpoints—e-commerce, loyalty programs, in-store transactions, and mobile apps—creating a 360-degree view of each shopper. Leading grocers have built platforms supporting tens of millions of customer profiles, enabling precise targeting and personalization.
The RMN must seamlessly integrate with both digital and physical channels. This includes:
What sets grocery RMNs apart is the ability to close the loop between ad exposure and actual sales. By linking media impressions to transactions, grocers provide CPG partners with actionable insights and proof of ROI. This transparency is a key differentiator, driving rapid adoption and increased media spend.
With growing consumer and regulatory scrutiny, privacy must be at the core of any data monetization strategy. Grocers should implement robust consent management, data governance, and security protocols, ensuring shopper trust and regulatory compliance as the network scales.
The most successful RMNs are built in close collaboration with CPG partners. By understanding advertiser needs and co-creating new formats—such as personalized offers, digital sampling, and shoppable content—grocers can maximize the value of their data and media assets.
Publicis Sapient has partnered with some of the world’s largest grocery retailers to design, build, and scale retail media networks that deliver tangible business impact:
As first-party data becomes the new currency, grocers must lead with transparency and consent. Implementing clear privacy policies, opt-in mechanisms, and secure data practices is essential to maintaining shopper trust and meeting regulatory requirements.
The power of an RMN lies in its ability to unify data across all channels and systems. Grocers should invest in modern, API-driven platforms that connect e-commerce, POS, loyalty, and digital media, enabling real-time activation and measurement.
Unlike traditional digital advertising, grocery RMNs offer CPGs the ability to directly attribute ad spend to sales—both online and in-store. This closed-loop measurement is a game-changer, providing the transparency and accountability that brands demand in today’s market.
As the digital and physical worlds converge, retail media networks represent a transformative opportunity for grocers to unlock new revenue, deepen customer relationships, and differentiate in a crowded market. By leveraging their unique data assets, investing in scalable technology, and prioritizing privacy and partnership, grocers can build RMNs that deliver value for shoppers, CPGs, and the business alike.
Ready to unlock the full potential of your grocery data? Connect with Publicis Sapient to discover how our proven frameworks and technology can help you build a future-ready retail media network—driving growth, profitability, and shopper-first experiences in the digital era.